Integrated  Approach Accelerates Growth

The Challenge

Creating Demand Amid a Volatile Category

Our client was anticipating a year of slower growth due to last year’s success in growth goals. Additionally, for about 6 months of the year, the second-largest brand within the client’s umbrella was unable to sell 1P, further impacting sales. Keeping ASINs retail ready was another challenge the brand faced, as the coffee category has proven to be one of the most volatile categories with changes to product content and variation requirements.

The Action

A Collaborative Approach to Creating Demand

Code3 created an action plan across Amazon Search, Content and SEO to bring all hands on deck and create additional growth. The Search team put heavy focus behind Single Serve coffee ASINs to push their catalog forward, while still making sure we had a healthy coverage for their legacy coffee ASINs. We focused on copy and SEO updates on their largest brand first, and then moved on. We pushed a full funnel approach across media, and paired that with launching and optimizing Amazon Posts across all of the five brands we work on as an added value to the client. Consistent catalog monitoring, working hand-in-hand with our Amazon AE and Vendor Manager, and weekly calls with the client to update on opportunities or issues allowed us to be in lockstep throughout the year. Additionally, Code3 SEO Strategists leveraged Code3’s proprietary PDP monitoring tool, Intel, for consistent listing suppression, content and variation monitoring, ensuring all ASINs were retail ready at all times.

Services Performed

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